HTC's Big Problem is Brand Marketing, CEO Tells Employees - HotHardware
HTC's Big Problem is Brand Marketing, CEO Tells Employees

HTC's Big Problem is Brand Marketing, CEO Tells Employees

Much of Android's success can be attributed to HTC's early efforts to promote the open source platform, and in the beginning, none were more aggressive than HTC. These days it's Samsung that sits on top, while HTC struggles to turn around its business. Did HTC rest on its laurels, or is there another reason why it's no longer leading the charge?

If you ask HTC chief Peter Chou, he'll tell you the problem lies squarely in brand marketing. That's what he told his fellow co-workers in an internal email, anyway. The email, which was leaked online, also points to cross department communication and execution issues. In other words, HTC's problems are self inflicted.

HTC Evo V 4G

At the top of the list is brand marketing, which is the reason Chou believes good products may sometimes go unnoticed or overlooked in favor of competing devices. One thing that could help HTC is if it's able to roll out all those promised Ice Cream Sandwich (Android 4.0) updates that smartphone owners have been waiting for. That alone won't be enough, however.

Going forward, HTC has previously said it's going to focus efforts on releasing less devices, making sure it gets each one right rather than inundating the market with a million and one different Android phones.
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HTC's problem was ceding its market. It hasn't shipped a compelling phone in nearly 2 years. It allowed Samsung to takeover the high end device market while trying to fight for volume in the razor thin profit world of 2nd and 3rd tier devices. Put more succinctly, they build 100 different undifferentiated feature poor models that no one wanted. Each of them was crappier than the next. Samsung / LG / etc did not beat HTC; HTC lost all by themselves.

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THutchinson:

HTC's problem was ceding its market. It hasn't shipped a compelling phone in nearly 2 years. It allowed Samsung to takeover the high end device market while trying to fight for volume in the razor thin profit world of 2nd and 3rd tier devices. Put more succinctly, they build 100 different undifferentiated feature poor models that no one wanted. Each of them was crappier than the next. Samsung / LG / etc did not beat HTC; HTC lost all by themselves.

This is a very insightful and accurate post; couldn't have said it better myself. Back when HTC made Windows phone devices and Android wasn't even in the market yet, the complexity and non intuitive nature of Windows Mobile also worked against them. As soon as Android dropped, HTC jumped on the bandwagon but never pushed any boundaries, and then the tale you tell takes over.

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Well if you an exceptionally great quality phone you wont even need to fully market it. Samsuung galaxy s3 didnt actually put comercials on after its already been out and still it was already backlogged on preorder. Because they know that its a phone that has superior qualities.

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